Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Woo-yeul Baek, Hyun-seok Song, Doo-Han Kim and Kevin K. Byon
Additional contact information
Woo-yeul Baek: Department of Sport Management, Kyonggi University, Suwon 154-42, Korea
Hyun-seok Song: Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA
Doo-Han Kim: Department of Taekwondo, Korea National Sport University, Seoul 1239, Korea
Kevin K. Byon: Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA

Sustainability, 2020, vol. 12, issue 8, 1-13

Abstract: Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.

Keywords: cause-related marketing; CRM motive; fan attitude; purchase intention; team-licensed products; altruism; professional sport; sport consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/8/3183/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/8/3183/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:8:p:3183-:d:345688

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().